In this podcast episode, Jim Barnish hosts fellow Tampa founder, Ben Goldman, who has built a successful career in the B2B data industry. After successfully exiting his company, 180byTwo, last year, Ben now serves as the SVP of Business Development at Anteriad. In this episode, Ben shares his wisdom and experience at the intersection of marketing, sales, and strategy in today's data-driven world.
Growing up in New York, Goldman started his entrepreneurial journey at various startups before co-founding 180byTwo. As Chief Revenue Officer, he played a pivotal role in the company's growth, which eventually sold within three years. Today, Ben has been leveraging his expertise in building sales teams and marketing strategies to mentor local businesses and organizations.
Automation has significantly impacted the marketing world by streamlining processes, making the traditional salesperson approach less effective. Tools such as SalesLoft, HubSpot, and artificial intelligence have made it easier than ever to create data-driven sales and marketing strategies. An essential part of his expertise lies in using data and understanding its power, connecting leads and automating communication to reach a wider audience.
Goldman shares his experience with balancing the decision of raising capital or selling 180byTwo. Ultimately, the strategic decision to sell to then Merit Direct, now Anteriad, proved advantageous because they could double down on their B2B focus.
During the selling process, Goldman recommends discussing both attainable and seemingly unattainable goals with co-founders. While not always on the same page, this strategy helps co-founders effectively communicate and strive for success.
With Anteriad, data sits at the heart of the business. Data-driven marketing strategies can help generate leads, target decision-makers, and focus on in-market accounts to drive revenue. Anteriad's goal is to help B2B software companies shorten sales cycles and reach their desired market through effective and strategic use of data.
It's natural and healthy to have disagreements in any partnership or collaboration. In fact, having disagreements can lead to growth and development, as it encourages diverse perspectives and problem-solving. However, when it comes to acquisitions and discussing the price tag, it is essential to have these conversations early on to avoid complications later.
Building strong mentorship relationships can be critical to your success, especially during periods of change, such as acquisitions. Talking to those who have experienced similar situations and have achieved the goals you aspire to reach can provide valuable insight and advice. Make sure to maintain open communication with your mentors and don't be afraid to ask questions and seek guidance.
When exiting a company, remaining optimistic and patient can be instrumental in overcoming the challenges that arise. Keeping your options open and understanding that multiple paths can lead to your desired outcomes is essential. Maintaining a genuine connection with your VCs, partners, and investors can also greatly benefit you throughout the process.
Staying focused on critical metrics such as email activity or phone calls to gauge hustling is crucial to ensure you are on the right track for growth. Constantly assess if you are resonating with customers and if your marketing and sales efforts are effectively targeted.
Transitioning from a startup to a larger, newly acquired company can bring challenges in management and leadership styles. Remaining genuine and nurturing emotional connections with your team and partners plays a significant role in navigating these challenges.
In summary, embracing disagreement, nurturing mentorship relationships, remaining optimistic, focusing on crucial metrics, and fostering genuine connections during the acquisition process can significantly contribute to the success of the transition. By being patient and open to different outcomes, you can develop a strategic approach to exits that will help you achieve your desired results.
